Email Metrics
Computable definition
Not computable as a single formula
A family of six email rates (open, click, click-to-open, unsubscribe, bounce, spam complaint) with no single headline metric. The ontology has no email send dataset or fields for sends, deliveries, opens, clicks, unsubscribes, bounces or complaints, so none of the six is encoded.
From an agent: with the GASP MCP server, call
lookup_metric({ "name": "Email Metrics" }) .
| Metric | Formula | B2B SaaS Benchmark |
|--------|---------|-----------|
| Open Rate | Opens / Delivered × 100 | 25-40% |
| Click Rate (CTR) | Clicks / Delivered × 100 | 2-4% |
| Click-to-Open Rate | Clicks / Opens × 100 | 5-7% |
| Unsubscribe Rate | Unsubscribes / Delivered × 100 | <0.3% |
| Bounce Rate | Bounces / Sent × 100 | <2.5% |
| Spam Complaint Rate | Complaints / Delivered × 100 | <0.1% |
**Cold email/outbound (SaaS SDRs):**
- Open rate: 38-42%
- Reply rate: 3-8% (good: 5-10%)
- Meeting booked rate: 1-2%
**Important:** Apple Mail Privacy Protection (46% of email clients) inflates open rates by preloading images. Treat opens as directional only; focus on replies and conversions.
**Sources:**
- [HubSpot: Email Marketing Benchmarks](https://blog.hubspot.com/sales/average-email-open-rate-benchmark)
- [GetResponse: Email Marketing Benchmarks 2024](https://www.getresponse.com/resources/reports/email-marketing-benchmarks)
- [SalesHive: B2B SaaS Email Benchmarks 2025](https://saleshive.com/blog/b2b-benchmarks-email-marketing-saas-you-need-know-2025/)